The training content of dealer training, the most important thing is to meet the marketing direction and the actual needs of dealers themselves.

(1) Corporate culture training: corporate history, present situation, future and corporate culture. Familiar with the history and present situation of production enterprises, enhance the sense of belonging and historical mission of dealers.

(2) Product and brand training: brand basic knowledge, brand concept and brand VI. Starting from the basic knowledge of brand, the company's brand concept, brand VI and other knowledge are taught to dealers, so that they can persist, penetrate and spread in daily management.

(3) Marketing theory training: let them learn and master modern marketing skills. The study of modern marketing theory is helpful to change the business model of dealers and improve sales efficiency.

(4) Channel management training: distribution management, terminal management and special customer management. Based on the successful case of this enterprise, we should use theoretical tools to analyze it, and more combine the industry background and consumer behavior habits at that time.

(5) Marketing planning training: advertising, promotion management, POP management, public relations, etc.

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2. Dealer training needs survey?

In fact, the research on the training needs of dealers by enterprises includes the following methods:

(1) Questionnaire survey: It is a common and effective way to know the training needs of dealers by issuing training questionnaires in advance. By summarizing and combing their needs, the common problems are finally taken as the focus of training. ?

(2) On-site visit: First, conduct on-site visits to dealers, understand their real needs through interviews, record their suggestions and opinions, and sort out and summarize them to form the basis of training content. The second is to visit the market and form an outline of training content according to various problems in the market and some good suggestions from marketers. The combination of the two can deeply understand the current situation of dealers and make the training better meet the specific needs of dealers.

(3) Understanding and judgment in daily cooperation: In daily business cooperation with dealers, enterprises will also find some shortcomings and areas that need improvement. Therefore, establishing the corresponding problem recording mechanism on weekdays and actively discovering and refining the training needs of dealers from work can not only make the training content more targeted, but also make the training purpose and effect more obvious.

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3. Training effect evaluation?

Training effect evaluation is mainly divided into two aspects:

On the one hand, make a comprehensive overall evaluation of the training effect, and provide a basis for enterprises to carry out training activities.

On the other hand, the training effect evaluation prepares for the next round of training, which makes the training activities of enterprises form a cycle.

Training effect evaluation is a multi-dimensional evaluation, including the training itself (training content, training methods, training instructors), trainees (mastery of training knowledge, help to practical work), job performance (contribution of training to improving job performance), and even the whole enterprise (economic benefits brought to the enterprise). ?